9. MEASURING AND ANALYZING YOUR CONTENT

---

I. Why is Measuring and Analyzing Critical to your Success?

What can you learn from measuring and analyzing your content?

Three Reasons why content and it's performance should be looked at:

1. It can help you find out if marketing efforts are driving the needle on sales.

2. Discover insights and determine where to go next

3. Document and report on progress for future use cases

How can measuring and analyzing your content improve your content?

Without analyzing the content that you have produced there is no way of knowing if a certain content works. Analyzing content helps you close the loop on your day to day marketing efforts.

Analyzing content helps you uncover insights like:
Do content offered in a certain format works for you business?
What trends works best for your audience. Have they changed over time?
What is trending in the industry?
Allows you to document and chart a report about your progress, to your team, managers and beyond.

II. How do you Collect and Interpret Data?

How can you measure brand awareness?

What is the relationship between SMART goals and key metrics?

What is engagement?

You can measure:

• Reach on various channels, including social media followers
• External Media coverage
• Inbound Links
• Conversation about your brand—such as mentions in the press, social media, or reviews online
• How many people are searching for your brand name and other branded keywords in the search engine?

• Referral and direct traffic to your site may also be indicative of your audience's awareness of your brand as a trusted partner.

How can you track lead generation?

By using lead generation metrics, you can prove your time and your company's time is well spent.

• How many leads did you generate and where are they in the funnel?
• Are they a blog subscriber, or did they download a content offer. If so, which content offer?
• Were you able to qualify them through lead scoring or using life cycle stages?
• Take a look at the MQL, that are making their way in to your marketing funnel.

• Take a look at the SQL, that are further down and are sales ready.
• What is the ratio of MQL to SQL. If low, identify the gap.
• What activities leads to someone becoming a lead? An MQL? An SQL?

Why does content need to be comprehensive?

The more detailed and comprehensive the content is, the more favourable it is in the eyes of the search engine. High quality web site content is

Metrics are the Measurement for the content areas of focus:

1. Brand Awareness
2. Engagement
3. Lead Generation
4. Customer Conversion and sales
5. Customer Loyalty and Retention Metrics are the Measurement for the content areas of focus:
6. Website Performance

Each are is based on different SMART goals and derives different metrics.

SMART Goals are Specific, Measurable, Attainable, Relevant and Timely.

If you stick to your SMAR goals, you can measure incremental progress. So, track data to derive actionable insights

What is a UTM parameter?

UTM parameters are simple tags at the end of a page url.
4 areas to consider when  building an URL with UTM parameters

1. Website url
2. Campaign source
3. Campaign medium

1. Campaign name

What do you need to build an UTM code?

4 areas to consider when  building an URL with UTM parameters

1. Website url
2. Campaign source
3. Campaign medium

1. Campaign name

Why is it important to understand a customer's life time value?

Life time value and repeat business customer is specially important for companies that have a relatively high cost of acuisition and lower long term  cost of service. If you can get customers stick with you over time, the return on your investment in them during the marketing qualification and sales process grows exponentially.

Engagement measures not just who is seeing your data, but who is interacting with it. By measuring who is interacting with your content you can interpret feedback signals that your readers are giving you without explicitly asking them  how they like your content.

Measure Engagement:

• Social Media—Shares, Likes, Comments and Retweet
• Owned Channel — Blog — Who is commenting on your blog and which topics gets the most comment
• Content via E-mail — Do your readers click and download offers. Do people share the landing page of the offer with their network.

These engagement signals offer you feedback that can help you determine the most popular and effective content pieces, topics, channels and formats. Engagement data also helps you to overall business goals.

What is the relationship between UTM parameter and an attribution report?

Attribution model is a aset of rules that determine how credit for sales and conversions is assigned to touch points in the conversion path.

Creating a URL for every inbound link you want to track, via UTM parameter, gives you the visiblity into which specific link, and what content is generating traffic, leads and sales.

How could you find areas to optimize your website?

Areas to optmize your website:

Traffic— Unique visitors and page views. Which sources of traffic are top performers for your business. If one channel drastically outperforms another, consider investing more money for increased ROI. Is the traffic from your most popular source converting?

Organic Search- Pay attention to metrics to individual pages and to the overall site.

Select 10 website pages that are infleuntial in driving sales and update the content on those pages to be high quality, thorough and comprehensive with the intention to drive more traffic. Measure the increase in the number of visits, the search rank of the page, and the time on the page over time to see if content changes has effected the metrics.

Write series of blog post around a certain topic and generate more visits to the site from the readers of the post.

III. What Do You Do With Your Data After You Have Collected It?

Why is it important to compare results to goals?

When should you have a meeting with stakeholders to discuss reporting?

What metrics should you use to tell your data's story?

Comparing results to goals is important because updated metrics will help you update your goals for next month, quarter or year.

When you have collected a set of data, it is important to review it with key stakeholders.

T

What is a proper meeting cadence?

---

Additional resources you may find useful
​

• Blog: Everything Marketers Need to Measure and Prove Content ROI
• Blog: 15 Metrics Every Marketing Manager Should Be Tracking
• Free Templates: Monthly Marketing Reporting Templates

Transcript